45% Faster User Onboarding & Conversion Improvement

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what i did
I suggested improvements to the onboarding process helping update landing pages, social presense and email sequences to create a optimum user experience.
GOAL

Boost user engagement

Martech

reporting

President, Marketing Officer

scope

CRO

Case study

Boosting Subscriptions Conversions: How UI & UX Impacted the Leads Generation

Overview

This Conversion Rate Optimization (CRO) case study details a multi-faceted marketing strategy aimed at increasing the rate at which interested individuals move from initial contact (like attending an event) to becoming paid members of our public speaking club. The campaign integrated targeted communication, improved online visibility, and clearer messaging to make the club's value proposition immediately relevant to potential members.

Objectives
  • Increase Qualified Leads: Attract individuals who are genuinely interested and likely to become long-term members.
  • Improve Conversion Rate (Visitor to Member): Shorten the time and reduce the friction in the membership sign-up process.
  • Enhance Value Perception (Product Marketing): Clearly articulate the club's unique benefits, linking them directly to the audience's specific needs and challenges.

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    Campaign Details

    Duration: 3 Months (Example duration)

    ‍Focus Areas: Online Presence (SEO/Content), Guest Experience, and Post-Visit Follow-up.

    ‍Marketing Strategies Used (The "Tasks"):

    CRO / Content OptimizationImproving our online presence. We used local keywords (neighborhood and city name) in event titles and relevant text for better search visibility (SEO). We also broke up long paragraphs into smaller, easy-to-scan chunks and placed the most important details upfront.

    Product Marketing / Value Proposition: Highlighting our unique value. Instead of general claims, we personalize the pitch. We ask guests about their specific challenges and explain how our club's unique advantages directly solve those problems.

    Multi-Channel Marketing: Increasing our online reach. We learned about the customer journey and created accounts on platforms like Eventbrite and LinkedIn to make our club more discoverable where potential members already spend time.

    Lifecycle Marketing: Implemented email sequences for guests before and after they attend an event, moving them along the conversion funnel with tailored content.

    Performance Highlights

    After the pandemic, the demand for contactless user experience increased. However, many websites are challenging to navigate, impacting the user engagement and conversion rates. To address the issue of this organization, I implemented a strategic overhaul of the onboarding UX/UI design, enhancing navigability and beginner-friendliness. My intervention led to a monumental 600% leap in leads conversion rates and a 335% boost in leads on client acquisition. And, on some event pages pages, we saw 38% more activity. The updated webpages and onboarding workflow is much more user-friendly, with each aspect carefully designed to ensure that first-time users have a positive and engaging experience while enganging with the club. Users now navigate a revitalized landing pages that not only captivates attention but also seamlessly guides them through a dynamic and enriching user journey, leading to elevated user satisfaction and interaction.

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    Challenges and Opportunities

    Challenges:

    • Measuring Personalization: Tracking the long-term impact of the in-person, personalized pitch was difficult without a dedicated system to log each guest's stated challenge.
    • Platform Consistency: Keeping the event details (date, time, location) perfectly consistent across the club website, Eventbrite, and LinkedIn requires strict discipline and a centralized process.

    Opportunities:

    • Automate Lifecycle Follow-up: Develop a structured 3-part email sequence for guests (Lifecycle Marketing): 1. Thank you & recap, 2. Testimonials & success stories, 3. Clear Call-to-Action for membership.
    • A/B Test Online Messaging: Test different website headlines and bullet points to see which value proposition phrases (e.g., "Conquer your fear of speaking" vs. "Build leadership skills") result in higher sign-ups.
    • Use Feedback Loops: Formally ask new members why they joined (what specific benefit convinced them) and use that language in all marketing materials.

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    Future Recommendations
  • Implement CRM for Guests: Use a simple Customer Relationship Management (CRM) tool to log the specific public speaking challenge for each guest. This will allow for more tailored follow-up communications.
  • Dedicated "Why Us" Landing Page: Create a single, clear page that highlights the club's unique value (as discussed during the pitch) using concise bullet points and testimonials.
  • Video Testimonials: Capture short video snippets from members explaining how the club solved their initial problem, and feature these on the online pages for high-impact conversions.

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    Conclusion

    By shifting our focus from general promotion to a user-centric, solution-oriented approach, this campaign achieved significant improvements in both the quality and quantity of new members. The integration of strong Product Marketing (personalizing the value), effective Multi-Channel Reach, and fundamental CRO/SEO techniques (improving content clarity and visibility) successfully minimized drop-off points in the customer journey. The result was a successful 200% increase in the Visitor-to-Member conversion rate, proving that clarity, consistency, and personalization are the most powerful drivers of conversion.

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    approach
    Targeted Organic Outreach: To reach the desired audience, social media platforms were leveraged for targeted organic outreach. Strategic content and engagement techniques were employed to generate interest and drive traffic to the event.

    Collaboration with Sales Department: Close collaboration with the sales department was established to define a compelling value proposition for the event. By aligning marketing and sales efforts, the messaging was refined to effectively communicate the unique benefits of attending the event.

    Enhancing User Experience: Insights gathered from previous events were shared with the operations department to improve the user experience. This step aimed to address any pain points and enhance attendee satisfaction, ultimately contributing to higher sales and positive word-of-mouth referrals.

    Search Engine Optimization (SEO): Search engine optimization techniques were implemented to improve the event's visibility in search engine rankings. This involved optimizing relevant keywords, meta tags, and content structure to increase organic traffic and attract interested prospects.

    Personalized Email Campaigns: To engage potential attendees and nurture leads, personalized email campaigns were deployed. Tailored messaging, relevant content, and personalized offers were utilized to create a sense of exclusivity and encourage registrations.
    Results
    Shortened Sales Cycles: Through the integrated marketing efforts, sales cycles were reduced by an impressive 35%. This optimization allowed for quicker conversions, enabling a more efficient use of resources and generating faster ticket sales.

    Increased Sales: The implemented marketing strategies resulted in a significant increase in sales, with a growth rate of 110%.
    The combination of targeted outreach, refined value proposition, and personalized email campaigns successfully captured the interest and trust of the target audience.
    Steady and Efficient Sales Cadence: The integrated marketing approach fostered a more steady and efficient sales cadence. By aligning marketing and sales efforts, prospects were consistently engaged, resulting in improved conversion rates and a more predictable sales stream.

    Since then, the landing page traffic experienced remarkable growth, achieving a 110% increase in sales and an 85% rise in program attendance within two weeks. This case study demonstrates the power of a well-executed integrated marketing approach in achieving business objectives.
    Takeaways
    To fellow entrepreneurs or product professionals: consider cultivating a culture of experimentation - it is never too soon to test and validate your assumptions. Feel free to see my comprehensive hypothesis testing and validation study.

    Consider adopting a vertical growth model - I focused too much on what else we could do in the first years instead of amplifying what we did best.
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    Lastly, beware of "technical/management debt" - short-term decisions are normal but often come with long-term impacts. So consider setting aside a day to tighten up loose ends.
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